Eicher – EMS
Business
Eicher Motors Limited, incorporated in 1982, is the flagship company of Eicher Group
in India and a leading player in the Indian automobile industry.
Location
Eicher Motors Ltd. is based out of Gurgaon, India.
In 2005 Eicher Motors Ltd. disinvested their tractors and engines business to TAFE
(Tractors And Farm Equipment) Motors & Tractors Ltd., which is based out of
Chennai, India, the Indian licensee of Massey Ferguson tractors.
Existing Process & Limitations
Eicher would carry out their massive marketing campaign, including activities such
as:
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Lanka Dehan
Demo
Self Trial
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Plant Visit
Loan Mela
Deliveries
Before implementation of EMS, Eicher would carry out all the sales lead management
activities manually. Mismanagement of lead information would cause loss of on an
average 40% to 80% of these business leads. Inadequate follow up of leads would
result into them falling in competitors’ basket, by default.
Proposed Solution
Enquiry Management System (“EMS”) is a Business Development Automation
Software, which allows you to organize & automate your organization’s sales. It lets
you manage your business leads better, by:
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Storing lead information digitally (this can be accessed in multiple locations).
Adequate follow-ups, required for properly nurturing the business leads.
Allowing you access to relevant data using dashboard and charts at your fingertips.
Technology Employed & Why?
We closely studied the business operations at Eicher in order to identify the
technological hitches to their sales growth and arrived at this custom-created solution
addressing to their specific business needs relating to enquiry/lead management.
Benefits
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Excellent data migration to xls files to enable data crunching using other
softwares for specific purposes.
Region wise configuration
Enquiry Tracking: Capturing complete enquiry details such as contact
information, source of enquiry, region and other demographic factors.
Pre managed Activities: Using Master custom settings, information pertaining to
the pre managed activities such as promotional and marketing events can also be
efficiently captured in custom fields.
Customer Tracking (follow ups): EMS collects all the important information
pertaining to customers such as: Name, Address, Phone, Mobile number, Expected
purchase date, Religion, Loan details with pending amount, Profile, product
application, previous product-brand used and so on.
Variance Analysis: Variance analysis provides a clear picture of the difference
between region wise planned and actual sales figures with reasons for the same
and aids the marketing decisions for the next financial year to eliminate the
reasons behind the down trend.
MIS Reporting: Reports give you insights into the sales performance. Useful tool
for managers and decision makers.
Graphical Report: The graphical data in MIS is useful for quick sales analysis.
Show Status updates on map: Map report is an effective way to view the sales
region or state wise.
Dynamic Reports: Dynamic reports of the sales figures can be generated at
runtime on EMS in order to view the sales trend for a custom defined period of
time.
Role and Privileges: EMS allows multi user access & all users enjoy different
levels of control and privileges to access the data.
Geographic Access: It helps you manage channels sales and let you access your
data anywhere, online at anytime even while you are traveling.
Result
Our proposed solution enabled marketing efforts at Eicher to get converted into actual
sales more efficiently. The marketing activities including Lanka Dehan, Demo, Self
Trial, Plant Visit, Loan Mela, Deliveries all fetched them a huge database of leads
which were now better documented & now, being taken care of, using a high end
digital solution.
The lead records allowed a clear categorization of leads into: Prospect, Hot Prospect &
Hot Pursuits which helped them optimally allocate their resources along with more
efficient sales conversions.